Functional nutrition has become a booming business in India, and the numbers back it up. Upnourish, now owned by digital fresh food brand Pluckk, recorded a 5X overall growth in just 18 months since its acquisition in 2024. Its plant protein product line surged even faster, delivering a 10X increase as Indian consumers shifted from fleeting diet fads to science-backed, clean-label nutrition built for daily use.

The acceleration comes at a time when India’s share in the global nutrition category is expected to grow sixfold, from 2 percent in 2024 to 12 percent by 2029. That shift is reshaping how consumers approach wellness—not as a short-term fix, but as a sustainable lifestyle rooted in transparency and gut-friendly ingredients.

Pluckk acquired Upnourish, a venture by 23BMI Life Sciences Pvt Ltd, for 1.4 million dollars in 2024. The deal gave Pluckk access to a nutrition brand built around meal replacement smoothies, soups, and protein bars designed by nutritionists. Upnourish targets specific health concerns including weight management, PCOD, diabetes, and high cholesterol.

Plant Protein Bars Lead a 10X Surge in Product Demand

Upnourish’s standout performer has been its clean-label pea-and-rice blend Plant Protein Bar. Each bar delivers 15 grams of protein with no refined sugar or preservatives. The product is now available in three flavours across more than 50 Indian cities through retail chains, digital marketplaces, and direct-to-consumer channels.

A fourth flavour is expected to launch soon, coinciding with the brand’s first international expansion into the UK market. The brand’s focus on transparency and gut health has resonated with consumers who increasingly recognise the value of plant protein for its fibre content, essential nutrients, and antioxidants.

This approach aligns with a broader shift noted in healthy aging functional foods and other wellness categories, where consumers demand clean labels and scientifically supported ingredients over marketing buzzwords.

Upnourish’s personalised nutrition services have also grown 3X, alongside its meal-replacement shakes and soups. Women have been the primary growth driver for the nutrition programs, seeking support for fat loss, PCOS, thyroid, diabetes, and metabolic health. While 70 percent of users come from India’s top metros, 30 percent now belong to Tier 2 cities, a clear signal that preventive wellness is spreading beyond urban centres.

Pluckk Targets 200 Crore Run Rate with Nutrition-Led Expansion

Pluckk operates with an annualised revenue run rate of 100 crore rupees in FY25. The company plans to double that figure through geographic expansion and deeper market penetration. Upnourish’s high-margin products complement Pluckk’s existing portfolio of cold-pressed juices, clean-label FMCG items, and fresh farm produce.

Pratik Gupta, CEO and co-founder of Pluckk, said that India’s approach to health has fundamentally evolved. Consumers are actively seeking clean-label and functional products that fit smoothly into their daily routines. With Upnourish joining the ecosystem, Pluckk is strengthening its nutrition offering by delivering everyday wellness without preservatives, sugar, or palm oil.

The company’s sales channels are distributed across direct sales (10 to 20 percent), quick commerce platforms (40 to 50 percent), e-commerce (20 to 30 percent), and offline retail (10 to 15 percent). Last month, Pluckk sold approximately 1.5 million products across Delhi, Mumbai, Bengaluru, and Pune. In the last 12 to 15 months, that figure has grown 4X compared to the same period the previous year.

Pluckk’s recent expansion into functional nutrition builds on its original farm-to-table model. The company offers over 300 items, including fruits, vegetables, meal kits, and juices, distributed through Amazon, Nature’s Basket, Swiggy, Zepto, and Blinkit.

Direct-to-Consumer Nutrition Gains Ground Across India and Beyond

The acquisition reflects broader consumer behaviour shifts. A July PwC survey showed that over 60 percent of consumers, especially millennials, planned to increase their fresh fruit and vegetable consumption in the next six months. Separately, nearly 63 percent of global consumers, primarily millennials, are shifting to personalized nutrition guidance rooted in direct-to-consumer platforms.

In India, 65 percent of consumers now buy directly from brand websites, with food and beverage products accounting for 38 percent of these purchases. This shift has accelerated demand for nutrition products that are convenient, accessible, and transparent in their ingredient lists.

Upnourish’s meal replacement smoothies, soups, and bars are designed for daily use, not occasional consumption. The brand’s approach addresses the practical challenge faced by working professionals and fitness-conscious consumers: balancing nutrition with hectic lifestyles.

In the shakes category, Chocolate leads consistently across D2C and Amazon channels. Seasonal flavours like Thandai and Mango have built loyal followings. The brand offers unique flavours in its soup range too, from Double Chocolate and French Vanilla to Tomato and Manchow, available on Amazon, Flipkart, Reliance Freshpik, and Godrej Nature’s Basket.

Aayushi Lakhapati, chief nutritionist and co-founder of Upnourish, noted that with current hectic lifestyles, the vast majority of people do not prioritise nutrition. The brand is solving this nutrition problem through easy-to-use and tasty meal replacement smoothies, soups, and bars in several exciting flavours that are convenient and accessible to all.

Kuonal Lakhapati, business head and co-founder of Upnourish, pointed to India’s rising share in the global nutrition category. He said that Pluckk’s commitment to delivering clean, fresh, high-quality produce, combined with Upnourish’s innovative and convenient nutritional products, positions the brand to make people leaner, fitter, and bolder.

Why Functional Nutrition Is Outpacing Traditional Health Supplements in India

The rapid growth of Upnourish highlights a larger trend in India’s wellness sector. Consumers are moving away from short-term diet trends and towards clean-label, science-backed nutrition that integrates into everyday routines. Functional foods—products designed to deliver specific health benefits beyond basic nutrition—are gaining traction because they offer transparency and convenience.

This shift is visible in the rise of plant-based nutrition and meal replacement products. Unlike conventional supplements, which are often positioned for niche or occasional use, functional nutrition products are built for daily consumption.

Upnourish’s products are developed alongside nutritionists and backed by a strong clean-label focus. This approach has helped Pluckk evolve from a fresh-produce player into a holistic nutrition-led ecosystem spanning fresh foods, salads, functional nutrition, and preventive wellness.

Exponentia Ventures led Pluckk’s recent funding round, with the company aiming to reach a 200 crore rupee annual run rate by the end of the fiscal year. The company plans to generate 25 to 30 percent of its sales from offline channels. In 2022, Pluckk raised 5 million dollars in seed funding and expressed plans to expand its portfolio through acquisitions.

The acquisition of Upnourish was part of that strategy. Pratik Gupta stated that Pluckk customers are looking for not just quality but also their lifestyle as a whole. To cater to this, the company understood that its product needs to have a nutrition element. The synergy between the two brands lies in their shared customer base and focus on health products.

Pluckk’s existing infrastructure for sourcing fresh produce from farms, combined with Upnourish’s expertise in nutrition, allows the company to enhance its product range with plant-based proteins, vegan options, and meal replacements. This integration positions Pluckk to tap into the growing demand for health-centric products in the quick commerce and grocery delivery sectors.

Frequently Asked Questions

What products does Upnourish offer?

Upnourish offers personalised nutrition plans and meal replacement products including smoothies, soups, and protein bars. Its standout product is a clean-label pea-and-rice blend Plant Protein Bar that delivers 15 grams of protein with no refined sugar or preservatives. The brand also addresses specific health concerns such as weight management, PCOD, diabetes, and high cholesterol through its nutritionist-designed programs.

How much did Pluckk pay to acquire Upnourish?

Pluckk acquired a 100 percent stake in Upnourish for 1.4 million dollars in 2024. The acquisition was part of Pluckk’s strategy to add nutrition-focused offerings to its portfolio and tap into the growing demand for functional wellness products in India. Upnourish operates under 23BMI Life Sciences Pvt Ltd and was founded in 2021 by Aayushi and Kuonal Lakhapati.

Where can consumers buy Upnourish products?

Upnourish products are available across more than 50 Indian cities through key retail chains, leading digital marketplaces, and direct-to-consumer channels. The brand sells through Amazon, Flipkart, Reliance Freshpik, and Godrej Nature’s Basket. Pluckk also distributes Upnourish products through quick commerce platforms like Swiggy, Zepto, and Blinkit, as well as offline retail stores.

Conclusion: Clean Labels and Convenience Drive the Next Wave of Wellness

Upnourish’s 5X growth in 18 months reflects a fundamental shift in how Indian consumers approach nutrition. The demand for clean-label, science-backed products that fit smoothly into daily routines is accelerating, and brands that prioritise transparency and convenience are capturing market share.

Pluckk’s integration of Upnourish into its fresh-food ecosystem positions the company to capitalise on India’s projected sixfold increase in global nutrition market share by 2029. The brand’s expansion into the UK market and the addition of a fourth protein bar flavour signal its ambition to scale beyond domestic borders.

As preventive wellness spreads to Tier 2 cities and working professionals seek balanced nutrition in convenient formats, functional nutrition brands that deliver on quality and transparency will define the next chapter of India’s health revolution.